The other night an entrepreneurial friend was drunkenly extolling the virtues of his latest scheme. A kind of mini-survival kit with several unique twists. This product would potentially help hundreds of stranded drivers every year. His problem was while most people saw the sense of it, nobody was interested in developing it with him. He couldn’t get his business idea off the ground.

We all know that feeling. Lots of nods and general agreement but no action.

Your reader really should read your advice but many won’t. Some products fail even though millions of people need them right now. There are services that are essential and executed brilliantly but nobody signs up.

As a geek I am a compulsive tester. I discovered how copywriting techniques really work from testing. One result that shocked me was that we can make our headlines too good. At times we write headlines that are so powerful they are ineffective.

How can this be? There is one simple concept here that can either work in your favor or devastate the results of your headline.

Pay zero tax in 2007!

Turn a Loss-Making Campaign Into a Million Dollar Profit Machine in Ten Minutes